corelann
Enthusiast
May 7, 2007, 11:47 PM
Post #2 of 8
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Re: [fr0gm@n] Question about advertising
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DIRECT MAIL!
Yes, it works if you work it right.
If I wanted to reach corporate/small businesses, I would do my research, get my demographics in line (the specific businesses I want to reach with this), get names of the specific person (owner, CEO, COO, service manager, manager of promotions, etc.) I want to reach, and the correct spelling, because the actual name and it spelled right are instrumental in getting my "teaser" postcard (not a dense one-page letter, three- or four-page tome, or whatever) perhaps followed by a direct mail DVD touting my corporate services/possibilities, and my company's bonafides, then followed up by a direct call (I'd be sure and indicate this is going to occur in my initial mailing, ie "We will be in touch with you within the next few (or even better, give a SPECIFIC time and date, and don't miss it) days to discuss the possibilities of using video in your next product promotion, or sales and service promotion, or business change, whatever..."
I'd work diligently to develop a short and sweet "teaser" postcard that, hopefully, will entice them to at least "drop by" my web site for more information, or even call or contact me. I would actually think about sending a stamped and self-addressed "reply" form or postcard they could conveniently fill with information and drop in the outgoing mail.
I would absolutely do at least three mailings to each potential corporate client, each outlining a different, unique or special aspect of my services and what it will do for THEM, a DVD of some kind that reflects my production capabilities, and a follow-up phone call.
This kind of marketing takes gumption and perseverance and is not for the weak spirited or faint of heart, but it is VERY effective. Visibility, linkage, consistency, persistency...
...nothing beats a campaign that is based on several weeks of repetitive contact, carries a short and sweet with impact, focusing on "what will this service do for YOU" for the prospective client.
Most other forms of advertising, printed media, radio, even late night broadcast, are not going to reach your corporate client. They do not have, or take, the time to sit around reading the ads in magazines, the newspapers, etc. They are reading the news, trust me - I am a 30-year publications and advertising veteran. Besides, such advertising is expensive, and it mandates that your ads "get lucky" and are heard, seen, played, delivered or read, by people who give a darn. Not.
With a planned direct mail approach, YOU are reaching the market YOU want to reach, not shotgunning. To heck with the circulation and high end zip codes publications claim they are reaching. Yeah, spray enough water around and you'll get a few people wet - probably not corporate executives or business owners. But hook up a hose, point it into the decision maker's office and you will hit the person you're aiming for.
Although everyone seems overwhelmed, pissed off and exceedingly burdened by the tonnage of crap mail they receive daily, the ads they PAY to VIEW when they go to a movie to relax, cell phone direct marketing, flyers, marriage mail, etc. etc.
Your challenge is to NOT design something that can be called "crap" mail. A personal, specific and interesting short and sweet, specific direct mail campaign will work.
Earl Chessher
CorElAnn Productions
www.corelann.com
(This post was edited by corelann on May 7, 2007, 11:54 PM)
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